Michelob ULTRA presents the "Raise One Up" campaign, an energetic commercial production centered on the intensity of professional basketball. The film features fast-paced editing and dramatic close-ups of players navigating the court and celebrating victories within a packed arena.
Developed in collaboration with W+K New York, the project relies on live-action technique and slow motion to underscore the action. Creative direction was led by Nik Reed and Will Binder, with direction provided by Fred Ross and production handled by PSYOP.
